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The Mayo Clinic, often cited as one of the leaders and innovators in the use of social media, has been an avid user of Twitter’s live-streaming utility, Periscope, as part of its content marketing effort. None of the healthcare icon’s Periscope sessions were quite as ambitious as #ScopeScope, the live streaming of a colonoscopy.

Not just any colonoscopy. Lee Aase, The Mayo Clinic’s director of Social Media Networks, was due for the procedure and volunteered to have his own colonoscopy broadcast live — an event that attracted some 3,000 viewers (not including those who watched during the 24 hours Periscope sessions are available after they’re finished).

In this FIR Interview, Aase talks with FIR host Shel Holtz about the rationale for the event, how other social channels complemented the broadcast, the results, future plans, and other Mayo Clinic uses of Periscope.

As Director of the Mayo Clinic Social Media Network (MCSMN), Lee helps The Mayo Clinic develop the best ways to apply social media to promote health, fight disease and improve health care. MCSMN also helps other health care organizations develop their own social media strategies and plans. By night, he is the chancellor of Social Media University, Global (SMUG), a free online education institution to help mid-career professionals learn to use social tools. Lee speaks at conferences (health care as well as other industries) and teaches workshops and seminars on using social media in large organizations and to meet professional goals.

Connect with Lee on Twitter at @LeeAase.

About Shel Holtz

Shel Holtz, ABC (Accredited Business Communicator), is director of Internal Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio